Suning.com is a new to the market retail format combining 4 key businesses of a newly repositioned suning CEA, red baby, suning supermarket and suning on-line.
Suning, the market leader in consumer electronics and appliances has gone through a significant transition over the last few years. Once the China central government appliance coupon program had expired Suning found itself with 100’s of locations that were significantly under performing in need of closure.
Combine the end of the coupon program with the intense pressure from the newly developing on-line retail and a prefect store was realized. Suning had identified early that a significant on-line presence was needed but was unclear if was best to achieve, develop their own platform enter the channel through an acquisition. Ultimately they chose an acquisition, with the purchase of the red baby, #1 online retailer for baby and children’s category.
Many of the underperforming locations were own real estate and in good locations, therefore retail evolution was critical. Suning.com was created as a category killer and real estate strategy combine.
rkd retail/iQ was responsible for the retail strategy and all creative expressions including name generation, brand + environmental graphic programs, retail planning + design and construction documentation. Beyond the initial pilot location, rkd retail/iQ will continue to implement the program across selected locations throughout China.